A New Perspective for the Ordering System at Coffee Joints in South India: CRM at Coffee Joints
In the competitive business world of today, a company must use every resource available to its advantage. Customer Relationship Management, or CRM is an information technology industry term for methodologies, strategies, software, and other web-based capabilities that help an enterprise organize and manage customer relationships.
Customers today are demanding more in their expectations of how they are serviced and the levels of service they receive. More often than not, a level playing field between many businesses today means the only real differentiation and competitive advantage we can develop and sustain will be the relationships we forge with our customers.
According to the Harvard Business Review, "some companies can boost profits by almost 100% by retaining 5% or more of their customers". Because small business success depends so heavily on maintaining customer relationships, your business philosophy needs to be customer-centric.
This study has been conducted with the objective of implementing a new ordering system at Coffee Joints in South India. Besides this it also attempts to identify the type of customers visiting the various joints and their preference for the various varieties of coffees available in the joints and to measure the level of satisfaction with respect to the existing ordering system.
The study has been descriptive in nature and has covered 2000 respondents visiting the coffee joints operating in Chennai, Banglore, Cochin and Hyderabad. The coffee joints visited for the purpose of the study include Coffee Day, Qwikys Coffee Pub, Barrista, Nescafe and Java Green. Primary information required for the study has been collected with the help of a structured questionnaire.
The study has highlighted the need to implement a new ordering system, which would help the customer by reducing waiting time, and thereby increases customer satisfaction. The study has shown that respondents have shown a favourable attitude towards the use of the a mobile phone / PDA, prepaid card and would like to have the additional facility of having a touch screen in order to reduce time and effort in placing their order.
Keywords: Customer Relationship Management
Vazeerjan Begum Syed
Lecturer, Department of Management, Emirates College for Management and Information Technology